Transcript Ch1_2014-newx

Chapter 1
INTEGRATED MARKETING
COMMUNICATIONS
What’s Happening?
 http://www.youtube.com/watch?v=6VVvXCf35tI
 http://www.youtube.com/watch?v=93emK_a0nS8
 http://www.youtube.com/user/CanadianClubCanad
a
Communication Process: a linear model
Noise
Sender
Noise
Encoding
Channel
Decoding
Noise
Feedback
Noise
Receiver
Communication and IMC Programs
o Communication is defined as transmitting, receiving,
and processing information
o Encoding is the second step (after the message is
sent) in the communication process, and involves
taking the central message and turning it into some
form of communication.
o Messages travel through transmission devices, like
television or a company blog.
Communication and IMC Programs
o Decoding occurs when the message reaches one or
more of the receivers senses – for example seeing an
ad, or a perfume insert in a magazine that a
consumer smells
o Noise is anything that distorts or disrupts the
message in the communication process
Examples of Noise in the Communication Process
o Talking on the phone during a commercial on television.
o Driving while listening to the radio.
o Looking at sexy model in a magazine ad and ignoring the
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message and brand.
Scanning a newspaper for articles to read.
Talking to a passenger as the car passes billboards.
Scrolling past Internet ads without looking at them.
Annoyed by ads appearing on a social media site.
Ignoring tweets on Twitter because they are not relevant.
Offended by the message on a flyer for a local business.
Advertising Clutter
o The most common form of noise is advertising
clutter.
o As consumers we are exposed to hundreds of
marketing messages each day
o Some of these messages we pay attention to, many
we ignore or forget.
Advertising Clutter
Discussion Slide
How many ads were you exposed to during the last 24
hours from the following media?
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Television
Radio
Magazines
Newspapers
Billboards
Internet Web sites
o How many ads can you recall from each of the above
media?
Marketing Communications Defined
o The coordination and integration of all promotion
tools and sources within an organization to
maximize the impact on consumers and other endusers at minimal costs.
Integrated Marketing Communications
o The Marketing Mix is the starting point
o Promotion/communication can include but not
limited to:
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Advertising
Digital Marketing
Direct Marketing
Sales Promotion
Public Relations
Factors Contributing to the Growth of IMC
o Increased Accountability
o Audience adoption of new forms of media
o Information technology
o Increased competition
Increased Accountability
o Economic pressures
o Want results from marketing budgets
o Efforts are led by CEOs, CFOs, and CMOs
o Advertising agencies expected to deliver results
Audience Adoption of New Media
o Emergence of:
o Interactive Web sites, blogs, and social networks
o Smartphones
o Companies shifting expenditures from traditional to
new, alternative media
o Younger consumers
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Less likely to watch TV
Engaged in technology-based interactions
Information Technology
o Instant communications
o Consumers have access to unlimited information
o Consumer communication has increased
Increased Competition
o Information technology and communication has
changed the marketplace
o Products can be purchased from multiple locations
and countries
o Customers want both low prices and high quality
o Manufacturers and retailers must work together
Communicating Across Cultures
o The goal is to coordinate marketing efforts
o Greater challenge due to national and cultural
differences
o Regional considerations in with respect to culture
and media in Canada also must be considered
o Standardization versus Adaptation
o “Think globally, but act locally”